Karli Herrick
Littleton,CO
Overview
11
11
years of professional experience
Work History
Channel Marketing Director
Fishbowl Inventory (Remote)
09.2022 - Current
- Developed a strategy for and led a team to execute multi-channel programs including partnership marketing, events, lifecycle marketing, social media marketing, customer marketing, funnel optimization, and sales enablement resulting in over $7M in revenue in 2023.
- Executed a customer survey and supported the GTM strategy for the implementation of a new payments gateway.
- Recruited, onboarded and mentored a team of 3 hands-on Managers.
- Owned go-to-market plan and successfully launched a partner and customer referral program leading to 26% growth in closed deals YOY.
- Successfully hired and onboarded a Lifecycle Marketing Manager to develop prospect, partner and customer nurture programs, and implemented best practices resulting in an increase from 4.8% CTR in 2022 to 11% YTD.
- Owned event strategy that increased investment from 4 shows in 2023 to 16 in 2024 resulting in 26 SQLs YTD.
- Established reporting infrastructure to measure channel and campaign level performance and present findings.
- Analyzed data to make informed decisions to optimize performance and adjust strategies to maximize ROI.
- Owned and executed strategies for programmatic display and native advertising campaigns focused on retargeting.
Marketing Director
EverCommerce
10.2019 - 09.2022
- Owned strategic marketing planning and managed integrated marketing campaigns for two B2B SaaS companies.
- Led payments integration and adoption go-to-market strategy resulting in 131% achievement of TVP goal.
- Managed two direct reports along with a team of shared marketing and operations team members to execute email, direct mail, SEO, social media, event, and partnership demand generating campaigns.
- Managed an outside marketing agency to support content strategy and SEO driving overachievement of MQLs.
- Owned marketing budget including digital marketing spend resulting in overachievement of top of funnel goals.
- Developed operational processes to accurately measure success of marketing initiatives, regularly reported on progress to goals and adjusted strategies to optimize results.
- Managed a combined Marketo and SalesForce implementation by developing a detailed project plan outlining roles, responsibilities, and timelines in Asana for real-time visibility on project status and successful milestone completion.
- Coached, provided training resources and growth opportunities for direct reports leading to an internal promotion.
- Presented monthly, quarterly and annual growth engagement reports to inform executive leadership and sales teams of current and future marketing initiatives and results.
- Oversee the execution of GTM strategies for new product launches and new features releases.
- Developed marketing and communication plans and managed the execution of two business consolidations.
Product Marketing Manager, Recipient Services
Cochlear Americas
09.2017 - 10.2019
- Developed and executed a purpose-built marketing and communication strategy to drive demand for sound processors, resulting in a 3% year over year growth.
- Assisted global teams on deliverables for new product launch including an email campaigns, online web portal content, FAQs and packaging while abroad in Sweden for one month.
- Developed marketing campaigns based on research defining the needs of customers through their purchase journey.
- Developed a targeted multi-channel end of year insurance benefits campaign which included direct mail, email, paid Facebook, blog posts and banners that led to $17 Million in revenue.
- Assisted with a global go-to-market strategy for a new non-surgical bone conduction hearing solution.
- Developed trainings and trained the recipient sales team on marketing campaigns, tools, how to identify and properly communicate with different recipient segments.
Marketing and Communications Specialist
Northwestern Mutual
12.2016 - 09.2017
Marketing Coordinator
Ixom
08.2015 - 12.2016
Sales/Marketing Coordinator
Zlux
02.2015 - 08.2015
Marketing Coordinator
Walsh Duffield Companies, Inc.
06.2013 - 02.2015
Education
Bachelor of Science in Business Administration with a concentration in Marketing -
University At Buffalo
Buffalo05.2013
Skills
- Marketing and Demand Generation Strategic Planning
- Data Analysis and Management
- Team Leadership and Development
- Partnership Program Strategy
- Budget Management
- Event Marketing
- Payments Integration Strategy
- Lifecycle and Marketing Operations Management
- Project Management
- Contract and Vendor Management
Timeline
Channel Marketing Director
Fishbowl Inventory (Remote)
09.2022 - Current
Marketing Director
EverCommerce
10.2019 - 09.2022
Product Marketing Manager, Recipient Services
Cochlear Americas
09.2017 - 10.2019
Marketing and Communications Specialist
Northwestern Mutual
12.2016 - 09.2017
Marketing Coordinator
Ixom
08.2015 - 12.2016
Sales/Marketing Coordinator
Zlux
02.2015 - 08.2015
Marketing Coordinator
Walsh Duffield Companies, Inc.
06.2013 - 02.2015
Bachelor of Science in Business Administration with a concentration in Marketing -
University At Buffalo
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